DoubleVerify today introduced a suite of streaming‑TV products that combine AI‑driven content classification with licensed IMDb data to deliver real‑time brand‑safety and viewability controls for programmatic CTV buyers. The new offerings—Verified Streaming TV pre‑bid segments and measurement, and Do Not Air Automation—enable advertisers to enforce Do Not Air lists directly within streaming environments, a first for the industry.
The platform’s AI engine automatically tags content by genre, language, and other contextual signals, then cross‑checks those tags against the licensed IMDb database to provide granular insights. By integrating these signals into the pre‑bid process, the solution reduces the estimated 15 % of U.S. programmatic CTV spend that is wasted in low‑quality or fraud‑prone inventory, a figure that DoubleVerify cites as a key driver of its product roadmap. While the exact percentage is an industry estimate, the company’s focus on eliminating waste aligns with broader market demand for higher transparency.
DoubleVerify’s move into proactive activation expands its portfolio beyond traditional verification, positioning the firm to capture a larger share of the fast‑growing CTV market. The company’s partnership with Roku, which has already helped it reduce fraud in the streaming ecosystem, underscores its commitment to trust and performance. By offering tools that not only measure but also enforce brand‑safety rules, DoubleVerify differentiates itself from competitors such as Integral Ad Science and in‑house solutions that lack real‑time enforcement.
"As streaming TV continues to mature, the definition of media quality is becoming more sophisticated," said David Goddard, SVP of Business Development. “We are excited to leverage data and insights from IMDb to enrich our AI‑powered analysis with even more contextual signals.” CEO Mark Zagorski added that the company’s work with Roku demonstrates how collaborative innovation can deliver measurable results, and that by the end of 2025 DoubleVerify will roll out further advancements to bring greater trust and performance to CTV.
The announcement also signals a broader strategy to invest in AI and data across the product line. While the company has not yet released specific financial projections for the new tools, the launch is expected to drive higher revenue and margin growth in the coming quarters by addressing a critical pain point for marketers shifting spend to CTV. The planned early‑2026 release of additional IMDb‑integrated capabilities further illustrates DoubleVerify’s commitment to staying ahead of industry trends.
Overall, the launch represents a significant step for DoubleVerify in the competitive CTV verification landscape, offering advertisers a more comprehensive solution that combines measurement, brand safety, and real‑time enforcement. The move is likely to strengthen the company’s market position and support its growth trajectory in a sector where transparency and fraud remain top concerns.
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